You have identified and prioritised your stakeholders. Now it’s time to get under the skin of those you want to have impact for by using the Empathy Map.
About the workshop
Who is involved? Team work
⏳ Time: 1.5 hours. Time for preparation and write-up afterwards is also needed.
📄 Preparation: Digital workshop: digital white board, meeting link, instructions on how to use the digital white-board. Physical workshop: print outs (A3 or A2) of the Empathy Map; post-it notes, pens; book a room and prepare it before the meeting.
✅Learning goals:
More in-depth understanding of the stakeholders who benefit most directly from your activity
Understand where the gaps in your knowledge are about your stakeholders
🛄 Results: Empathy Maps for your prioritised stakeholders
Remember to download and print the Empathy Map! ⬇️
Step 1. introduction and setting the scene
Welcome everyone
Short ice-breaker or round of introductions if not everyone knows each other
Introduce the objectives of the meeting and anticipated results
Share an overview of the structure and timings
Introduce the exercise and organise everyone into small breakout groups
Get started!
Step 2. Empathise - see/hear-do
Brainstorm on what this person would typically see/hear/do every day. This will help you 'empathize' with them. Stay high level though so that this does not become one very specific person but stays representative for a group of stakeholders.
Questions to ask:
What behaviours do they have in common?
What influences them?
What kind of environment do they operate in?
Step 3. Pains and gains
Once you have a clear picture, it is time to make the connection to the things you do. Figuring this out will be key to working out what impact you may aspire to. How can you make stakeholders' lives a little better?
Questions to ask:
What hinders them in their job that you could play a role in?
Or, turn the question around and ask what things you offer that can make their lives easier, or better?
Tip: Make sure the groups do not get too specific and spend too much time imagining what the stakeholder likes and doesn't like. Your primary job is to find out what this stakeholder experiences as pains and how your work can help relieve that pain (gains).
Step 4. Tidy up
Use the last five to ten minutes to clean it up. Ask the group to keep the most relevant characteristics but to take off what is less relevant.
If you have time, ask a representative from each group to give a brief summary of their findings.
Take a picture of each Empathy Map or document your findings somehow, so you can refer to these when you need to.
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Step 5: wrap up and next steps
It’s now time to thank your participants for their contributions and summarise what you have achieved in your workshop. You should set out the next steps. You might send an email summary after the meeting setting out the prioritised list of stakeholders, or a meeting invitation to and overview of the next workshop. Set clear expectations of your colleagues, including how they can get more involved if they want to.
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